Abstract

A survey was made to determine preferences in the purchase of beef by 413 consumers in Brasília. It was conducted by using their demographic profile, option for the point of purchase, preference of the point of purchase and meat characteristics. Locations were strategically chosen based upon a stratification of the population. Results disclosed that costumers had a preference for supermarkets. The hygiene of the environment, conservation of the products and the sanitary inspection were more important than an attractive price offered by the purchase point. Regarding the product, consumers preferred the better appearance of the meat color and fat, care in trimming the meat and aspects related to the expected taste and tenderness instead of the information and origin shown on the packaging.